App Marketing Manager

  • Full-time
  • Office: London

Company Description

Trainline is an innovative, tech business with a mission to bring together the world’s rail, coach and other travel services into one simple experience. We aim to make travel easier and more accessible, encouraging people to make more environmentally sustainable travel choices. We’re hugely proud to be the world’s leading independent rail and coach travel platform and rank among the highest-rated travel and ticketing apps globally. Today, we offer our customers travel to thousands of destinations in and across 45 countries in Europe and beyond. That’s more than £3.7 billion in ticket sales annually, and over 90 million visits to our apps and websites each month. In another major milestone, Trainline listed on the London Stock Exchange in June 2019 and is now part of the FTSE 250.


Our culture is central to our success. We’re driven to sustain our phenomenal growth from recent years, and this means we’re always working closely and collaboratively to turn our ideas into reality. It’s this sense of pace, innovating and improving pretty much everything we do, that makes Trainline so exciting and unique - we truly believe our work has a genuine impact and will change travel for the better.

Job Description

We’re looking for an App Marketing Manager to own Trainline's app store marketing strategy. Your time will be spent working to deliver the app store optimisation (ASO) strategy across multiple markets. You will also be responsible for managing Apple Search Ads campaigns. For the right candidate there will also be an opportunity to work with other paid user acquisition channels.  
You will need to be both highly analytical and creative for this role. You must be able to create a roadmap and generate new hypotheses for creative testing, along with analysing and reporting on results to the rest of the business. You will need to have a strong understanding of A/B testing and how to design creative tests that lead to actionable outcomes.  

You will have experience in developing ASO strategies, a strong knowledge of app store algorithms and experience working with App Store Connect and the Google Play Console. You will have worked with Apple Search Ads campaigns and be comfortable using mobile measurement partners to pull insights from the attribution data. 

As an ASO enthusiast, you will always be looking for the next big opportunity by keeping up-to-date with Apple and Google’s updates and best practices. 

Responsibilities: - 

Develop best in class ASO strategies across the iOS App Store, Google Play Store and Huawei App Gallery 

Manage and effectively optimise global Apple Search Ads campaigns

Create and maintain a testing roadmap to improve conversion rates across key markets 

Research, monitor and report on keyword performance across key markets 

Work closely with brand and product teams to support full funnel campaigns and stay up-to-date on new product features we can promote 

Establish country specific strategies to improve discoverability and conversion rates in the app stores 

Become the point of contact in the business for ASO & Apple Search Ads 

Own the strategy for Custom Product Pages, Custom Store Listings, In-App Events, Store Listing Experiments & Product Page Optimisation  


At least 2 years app marketing experience working with app store optimisation, as well as hands-on experience managing Apple Search Ads campaign. Familiarity with Apple Search Ads automation tools is a bonus  

The ideal candidate will have worked with mobile measurement partners such as Adjust, Kochava, Branch, Appsflyer, etc 

Strong knowledge of App Store algorithms, best practices and strategies for growing apps organically across multiple geos 

Experience working with App Store Connect and Google Play Console 

Experience working with ASO tools e.g. AppTweak. Mobile Action, Sensortower, (App Annie) 


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